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2009 CLICKABLE GURU’S GUIDE
TO BETTER SEARCH ENGINE MARKETING
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THE CLICKABLE GURUS
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ANDREW BERNERO 2@! 9=! ;J/;12;=7;B! .=62=;! G918;5;1! L4.! 2@!
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HANNY HINDI 2@! 9! 5;74=2796! L125;1! L254! ;J/;152@;! 2=! 7./0L1252=3<!
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TONY SORIC!:;39=!42@!791;;1!2=!@;9174!G918;52=3!2=!?)),>!C12.1!5.!
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INTRODUCTION
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Why We Exist
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Our Values
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On Being A Trusted Advisor
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Who Are The Clickable Gurus?
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Clickable Guru Guidelines
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Codifying The Clickable Gurus’ Wisdom
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Closing The Loop
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LEARN HOW TO WRITE EFFECTIVE AD COPY........................................................... 1!
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LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ...............................27!
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LEARN ABOUT GEOTARGETING ..........................................................................63!
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LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET....................... 77!
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2+%/!+0!'#&1$!*+"#+$#-%0!-%!/-3"!+,;!30#%&!$1'!(#'4,0!/-3!1+*'!'%$'"',8!!
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27!
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LEARN HOW TO MANAGE YOUR KEYWORDS
AND PLACEMENTS
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'/:-",! 2+%+&'2'%$! #0! -%'! -(! $1'! 2-0$! )-2.4'B! +0.')$0! -(!
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%'&+$#*'! 5'/:-",0! +%,! 2#00.'44#%&08! ! ?44! -(! $1#0! )+%! <'! R3#$'!
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+%,!S3"3!.-0$0!$-!:+45!/-3!$1"-3&1!$1'!."-)'00!+0!0/0$'2+$#)+44/!g!
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LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!
28!

LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!!
29!
Understanding Match Types
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+!4-$!-(!%':)-2'"0!$-!0'+")1@2+"5'$#%&;!0'$$#%&!2+$)1!$/.'0!#0!+4:+/0!
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$1'/!+..4/!$-!/-3"!'%$#"'!+,!&"-3.;!+%,!$-!$1#%5!-(!$1'2!+0!+!$--4!(-"!
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30!
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31!
Guru Tip: When Should I Use Phrase Match?
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33!
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37!
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38!
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39!
Bidding On Your Brand Name
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40!
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41!
Protecting Your Brand Name and Trademarked Terms
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